Mall of the Emirates
We developed the Food Tales interactive gaming experience, using digital gamification.
The challenge: Majid Al Futtaim is the proud owner of Middle East’s first shopping resort and flagship luxury destination. With Dubai Food Festival fast approaching, it was the perfect opportunity to promote the food and beverage offering options within Mall of the Emirates, a culinary hotspot with over 95 restaurants on offer. Because Dubai were asked to put together a creative experience to support the Mall with a live activation that would incentivize spend, endorse the restaurant’s offering, drive sales and convert new customers.
1100 game participants
800 instant winners
17 activation days
What we did: Aligning with the Mall’s Food Tales campaign, we developed the Food Tales interactive gaming experience. Using digital gamification, we challenged shoppers to test their culinary knowledge for a chance to win instant prizes. We invited consumers to shop, validate their receipts and take a seat at our table to embark on a mouth-watering journey of tasty delights. Our colourful and energetic host inspired participants through unique culinary stories that tantalised their taste buds and showcased the best dining destinations in town. Players simply had to identify the restaurants described in the tales to win instant dining prizes.